There is a dizzying array of available tools and tactics for today's fundraising.
Each one promises to be THE way to do it - the most successful, the most engaging, the most lucrative . . . and you know what? They're all right.
Powerful, useful, incredible tools that can help engage donors on a deeper level and raise more money to advance missions. What a time to be alive!
Each one, though, is fundamentally just a tool. And tools exist to help us reach a goal or accomplish a task.
You use a hammer to drive a nail - that nail is used to hang a picture or join things together or provide structure and support.
You use a shovel to dig a hole - that hole is dug to plant a flower or hide stolen treasure from marauding pirates.
Tools, in other words, are not the goal. They're a means to an end.
The hammer doesn't promise you'll never need to pound a nail again. The shovel doesn't promise an epic ditch of classical proportions.
No fundraising tool can do all the heavy lifting of money-raising (or relationship building) on its own.
Direct mail acquisition without a stewardship plan
A new CRM without a data entry standards manual
Recurring giving without a plan for one-time donors
Major gifts without mid-level and low-range donors
Grants without individual giving
A special event without follow up
Donor renewal without a previous thank you
Email communications without direct mail and vice versa
Social media without clear messaging
Sure, each one of these, taken on their own can raise money. And each one could encourage and support genuine relationships with donors.
You could dig a hole with a spoon. It's not impossible to hammer a nail with the heel of your shoe (depending on the shoe).
When coupled with achievable goals and focused intent, tools and tactics working together are going to yield far higher, sustainable results than putting all our eggs in one fundraising basket.
Here's the key: only do what you can do well and do consistently.
Yes, for example, recurring giving is a phenomenally engaging tactic, but it does require nurturing and support. It's not a set-it-and-forget-it thing; really mapping out how you're going to acknowledge and receipt those donors (do not send an auto-receipt every month. Send regular, quarterly?, impact updates and a year-end total giving receipt in January along with impact reporting. (To get incredible guidance on recurring giving, connect with Erica Waasdorp who is a genius on the topic and literally wrote the book.))
Social media platforms have gotten far more complex; many require real knowledge and training to use well for revenue generation.
Digital marketing/email fundraising means you need to be aware of click-throughs and open rates and all kinds of other metrics and tools.
Invest your time and energy in what you know you can do with the resources and time that you have, and in those that can do well.
But don't think that just one tool, even used well, will dig a better hole.
P.S. For further analogies and for you foodies, Alton Brown would refer to these as "unitaskers." He gets pretty wound up about cooking tools that do just one thing and take up space in your kitchen drawers. Take a look at some of your unitasking solutions and see if they're really beneficial on their own or if combining them with another tactic might yield stronger results.
P.P.S. If you'd like some help with planning or working on combining tools, reach out to us at Next River Fundraising Solutions; we'd love to help.
תגובות